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Brand equity and credibility sustaining FMCG purchase decisions through the enduring COVID-19 turbulence in Malaysia.

This empirical study investigates the impact of brand equity and credibility on 140 consumers’ purchase decisions regarding fast-moving consumer goods (FMCG) in Malaysia during the enduring COVID-19 turbulence. Statistical analysis using PLS-SEM demonstrates brand equity and credibility each directl...

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Bibliographic Details
Main Authors:	Chan, Tak Jie, Mu, Yu, Raji, Ridwan Adetunji, Sook, Fern Yeo, Mohamad Noor, Salehhuddin Sharipudin
Format:	Article
Language:	English
Published:	Hong Kong Success Culture Press 2024
Online Access:	http://psasir.upm.edu.my/id/eprint/116090/ http://psasir.upm.edu.my/id/eprint/116090/1/116090.pdf

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